Better Live than Perfect: Growing Your Brand With Livestreaming

Better Live than Perfect: Growing Your Brand With Livestreaming

3 min read
Adam Gower

Adam Gower Ph.D. is a highly sought-after expert in crowdfunding, helping real estate professionals finance their projects without having to spend all their time searching for investors. Learn more about how he does that in his personal biography, here.

He has more than 30 years and $1.5 billion of transactional experience in commercial real estate finance and investment and is actively preparing to buy distressed real estate and non-performing loans— both a type of real estate in which he has considerable experience. Over the last five years, he has built a digital marketing agency at GowerCrowd.com, where he advises real estate pros on how to raise capital by helping them build and convert their investor lists.

Experience
Adam has held senior management positions at some of the largest companies and institutions in the world, including running real estate for Universal Studios and Paramount Studios (Asia Pacific), heading the distressed real estate group at a major California bank ($1 billion portfolio), running real estate workouts and sales at Colony Capital ($6 billion portfolio), and others.

When the JOBS Act of 2012 was passed, Adam realized that commercial real estate finance would be transformed by the new regulations by permitting equity to be raised online. Seeing that this would revolutionize the industry, he formed GowerCrowd, an agency geared to assisting real estate developers raise money online by crowdfunding and to educating investors on what to look for.

His goal is to liberate real estate entrepreneurs from the shackles of in-person equity raising by automating the process for them so they are free to buy the deals they want, grow their portfolios, and provide passive income for themselves and their investors while building long-term wealth.

Adam has published multiple books, including Leaders of the Crowd
(Palgrave Macmillan: New York, 2018), which examines how the origins of crowdfunding and how real estate has come to dominate the industry; Real Estate Crowdfunding: An Insider’s Guide to Investing Online (Routledge: New York, 2020), which gives investors the inside scoop on what to look for when investing in crowdfunded deals; and his latest book, SYNDICATE, a practical guide on how to raise money online.

He is host of The Real Estate Crowdfunding Show, Syndication in the Digital Age podcast and writes extensively on real estate crowdfunding best practices.

Press
Adam has been extensively covered in the national press including Routledge.com, Commercial Property Executive, The Real Estate Network, Forbes, GlobeSt., REJournals, NAIOP, Propmodo, has appeared in countless podcasts and webinars. He provides educational training on Real Estate Syndication in the Digital Age on the Springer network, the 150-year-old “leading edge of information for people on the frontier of research,” as well as having taught the only fully accredited university course in the country that focuses on how to successfully invest in crowdfunded real estate syndications.

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It has often been said that a picture is worth a thousand words. If this is true, one could only assume that video—which is essentially thousands of pictures quickly presented in a row—must be worth millions of words.

The effectiveness of video is indisputable. Video provides consumers with both visual and audio media, distributed over time. It is the most engaging, most detailed, and most comprehensive form of media available—when properly utilized, video can create a lasting impression and even motivate people to take specific action (such as making an investment).

Social media is a place where organic and original video content can thrive. On various social media platforms, including LinkedIn, Facebook, and YouTube, users can advance and express themselves in an authentic way. In fact, due to these platforms’ unique design and setting, social media users are often much more responsive to new video content than individuals watching commercials on television.

However, even keeping these apparent—and important—facts in mind, it is clear that some videos will inevitably be better than others. Below, we’ll discuss a few of the most crucial things to keep in mind when creating social media videos.


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Don’t be afraid to go live

Creating (truly) live video can be incredibly intimidating because as soon as you have said something, there is no way for you to take it back. The possibility of a slip up, a mistake, or a gaffe is something that can be daunting to many people active on social media, so much so that some will choose to forego creating live content altogether.

Even keeping these things in mind, there are myriad benefits that can come from going live that simply cannot replicated in any other way. To begin with, live video can be very humanizing, which is even more important for people (such as syndicate sponsors) who have never had an in-person, human interaction with the very people they are marketing to. Going live provides limitless potential for authenticity and even if your live stream isn’t perfect, it is real—something that most people think is even better.

https://www.youtube.com/embed/j1sradokkZA

Keep things short and sweet

 When creating video content, it can be very tempting to ramble on and keep your streams going. After all, once your audience is captive, you’ll naturally want to keep them captivated for as long as you possibly can. However, when it comes to livestreaming on social media, its better to keep things short and sweet, rather than long and exhaustive. In fact, this is precisely how platforms like TikTok and Snapchat have been able to generate such immense levels of global popularity.

When livestreaming, on LinkedIn, for example, you’ll typically want to limit your message to about the length of a song you’d hear on the radio (two to four minutes). This gives you a chance to share an idea, to briefly discuss this idea, but to leave your captive audience interested and looking for more. If you want to create a half hour podcast or instructional video, YouTube is probably a much more appropriate platform than LinkedIn or Facebook. The point of these streams is not to comprehensively finish the conversation, but to start a conversation and make it easy for your interested audience to discover more.

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Find your editing “sweet spot”

In some cases, your live videos might be filmed live, but will then have some small amounts of editing before they are actually posted. While these videos won’t necessarily have the same impact as a bona fide livestream, they can still offer the sense of humanness and authenticity that audiences of all kinds crave.

In these situations, it will be crucial for you to find your editing “sweet spot.” Generally speaking, this means editing your videos in a way that will enhance their value without losing any of your original authenticity.

One of the most important things you can do to improve your video posts to add captions. Not only does this make your videos accessible to individuals that are hearing-impaired (which consequently increases your Google performance), but it also makes the videos accessible to the many people that use their computer or smartphone with the sound turned off.

Beyond captions, incorporating a brief intro or outro can also help add a bit of useful context. As long as your videos are capable of still expressing the real you, still delivering a useful message to your audience, and still compatible with your current brand image, you will be moving in the right direction.